Ansoff Matrix - Free eBook in PDF Format

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Ansoff Matrix eBook  

Book Description - ISBN 978-1-62620-950-3 (28 Pages)
This free eBook describes the Ansoff Matrix, a strategic planning tool that links an organization's marketing strategy with its general strategic direction.

Chapter 1 - What is an Ansoff Matrix?
The Ansoff Matrix, or Ansoff Box, is a business analysis technique that provides a framework enabling growth opportunities to be identified. It can help you consider the implications of growing the business through existing or new products and in existing or new markets. Each of these growth options draws on both internal and external influences, investigations, and analysis that are then worked into alternative strategies.

Chapter 2 - What is a market penetration strategy?
Market penetration involves focusing on selling your existing products or services into your existing markets to gain a higher market share. This can be achieved in four ways: maintaining or increasing the market share of current products; securing dominance of growth markets; restructuring a mature market by driving out competitors; or increasing usage by existing customers.

Chapter 3 - What is a market development strategy?
A market development strategy involves selling your existing products into new markets. There are four strategies that can achieve this: new geographical markets; new product dimensions or packaging; new distribution channels; or the creation of a new market segment by means of different pricing.

Chapter 4 - What is a product development strategy?
A product development strategy involves developing new products or services for your existing markets. This strategy requires continuous research & development as well as the ongoing assessment of customer needs. There are three broad approaches: the new product is closely associated with current products; it matches current customers' purchasing habits; or it reinvents or refreshes the existing product.

Chapter 5 - What is a diversification strategy?
A diversification strategy achieves growth by developing new products for completely new markets. Diversification can occur at two levels: either at the business unit level or at an organizational level.

You will learn:
  • How the Ansoff Matrix can help you to develop a strategy for improving your market position
  • The four ways that an increase in market penetration can be achieved
  • The risks inherent in a market development strategy and how these can be minimized
  • The three approaches to brand extension that can maximize the opportunities for success whilst minimizing the risks
  • The three methods that organizations can use to diversify into new markets with new products

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Understand this Technique as Quickly as Possible
I got this book because I learned about this technique on my MBA and I wanted a refresh about it. The book goes into a lot of detail about the Ansoff's Matrix including how it fits into the strategy process, how to use it and it's advantages and disadvantages. I read it in about an hour and I think this book would be good for people who want to understand this technique as quickly as possible.
Gavin Williams

Very in Depth Analysis
This is an in depth description and discussion of the Ansoff's matrix tool. I downloaded this book after reading 'Business Analysis Techniques' by Cadle, Paul and Turner which is a recommended textbook on my course. This free book has 25 pages devoted to this one method and is professionally written at about MBA level. It discusses each of the matrix options in a lot of detail and describes the issues surrounding each one. The book also has some good examples which I haven't heard of before and which I plan to explore in my dissertation.
Julien le Feuvre

SWOT Analysis: A Quick and Easy Way to Assess your Competition - Do you know how you stand when compared to the competition? If not, you need a quick and easy way to analyze your competition. The SWOT analysis is the ideal tool as it quickly and easily identifies Strengths, Weaknesses, Opportunities and Threats (SWOT).

Using the Boston Matrix - The Boston Matrix was developed to help organizations allocate their investments across its product range and divisions. However, it is sometimes used as part of brand level decision-making - something it was never designed for. Many of the misconceptions associated with the Boston matrix come from the nature of the economic climate that existed at the time of its inception. These fundamental assumptions were incorporated into its design and are not always applicable in today's global fast-paced market.

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